Remember that web analytics refers in digital marketing to the process of studying the elements, techniques and tools that we use for a website to successfully meet marketing and sales objectives. The idea is that the time and resources you invest are not wasted. So where should you start?
1. Set marketing objectives, it is essential.
To take advantage of web analytics and make the most of your time, especially now that you probably have more limited resources, you must first set clear objectives.
It is impossible for you to know what to analyze, what content performs below average, what conversion paths get more leads, how to optimize your website… if you have not established a previous marketing and sales objectives.
It is a fundamental step in the development of a marketing plan that helps you to organize yourself, that provides you with a work methodology.
For this reason, the first step to analyze your SME’s website is to review your marketing objectives and, if you don’t have them, start defining the most relevant ones according to your current priorities, that is, according to the most pressing needs of your SME. Think also that these objectives must be SMART:
- Specific: it is not enough to say that you want to improve your web traffic or conversions, that you would like to increase the number of followers on your social networks. You must specify a specific number, or a percentage.
- Measurable: Similarly, they must be measurable, so that if you have specified a number or percentage you can assess whether the expectations for that objective have been achieved based on the strategies implemented.
- Achievable: obviously according to your historical data and the time and resources you have available in your SME, your specific objectives must be above all realistic, otherwise they will not be achieved.
- Relevant: remember to contextualize your objectives. According to the needs of your business today you must prioritize which ones are more important. It will help you to separate your goals into three levels and horizons depending on their relevance, so that you invest 70% of your efforts in the most important short-term goals to generate revenue, 20% in those that allow you to improve your products and services, and 10% in long-term goals.
- Temporary: so that you can assess your progress and evaluate the changes you need to make.
2. Analyze web design and usability first.
Are you already clear on what your SME’s goals are? Remember that it is important to keep these business goals in mind at all times even during the creation of your brand and, mainly, during the design and development of your website. For this reason, you should analyze some basic aspects of the website, before analyzing in detail the performance of the marketing actions you implement:
2.1. Is the design adapted to your audience?
Design is one of the main elements to make the different elements of your website effective. When we talk about design, we also take into account the structure of the website and the hierarchy of all the content. However, at a visual level it must also adapt to your audience, your target audience.
Here we would like to clarify that it is essential to carry out any marketing action to have specified this audience in what we call buyer persona profiles. Why? Because your website is not for everyone. It’s a fact. You don’t want to attract a lot of traffic to your website or get a lot of contacts if they are not going to make a purchase. It is a real waste of time, a very precious time if you have an SME.
For this reason, it is essential to specify the type of profiles to which your SME should be addressed and, more specifically, the type of buyer personas to whom your website should satisfy. That is, your website should serve your potential customers not just any type of user and for this comes into play not only the content and the elements that generate conversions, but also the design and structure of the web.
2.2. Is your website adapted to Google?
If we are honest, another ‘buyer persona’ that we should satisfy is none other than Google. For this reason, your website must follow some usability and technical criteria that allow the great search engine is also satisfied with the structure of your website.